This refers to a process of establishing goals for an ad campaign such that it is possible to determine whether or not the goals have been met. It stands for Defining Advertising Goals for Measured Advertising Results.

"Also called rushes, this refers to unedited film. These are called Dailies because the film typically is viewed from a single day's shooting, even if the final commercial or program will take many days or weeks of shooting."

Audience of potential viewers who have the opportunity to see an out-of-home message during a 24-hour period. DEC's are typically measured and adjusted for an 18 hour day and for 18+ buying population.

Also called DEC (Daily Effective Circulation). The estimated number of persons passing an outdoor location on an average day.

"A research method that tests consumers' memories the day after they have seen an ad, to assess the ad's effectiveness."

"Broadcast media divide the day into several standard time periods, each of which is called a ""daypart."" Cost of purchasing advertising time on a vehicle varies by the daypart selected."

An estimate of the decline in product sales if advertising were discontinued.

"FTC definition: A representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. To be regulated, however, a deceptive claim must also be material. See Materiality, below."

Panels built one above the other

"Audience breakdowns based on various characteristics such as age, sex, income, education, etc. Design- The artwork and text which comprise the poster or painted bulletin display."

"Dividing consumers into groups based on selected demographics, so that different groups can be treated differently. For example, two advertisements might be developed, one for adults and one for teenagers, because the two groups are expected to be attracted to different types of advertising appeal. See Demographics, below."

"Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers. "

"A method of research, whereby a trained interviewer meets with consumers individually and asks a series of questions designed to detect attitudes and thoughts that might be missed when using other methods."

"A geographic designation, used by A.C. Nielsen, that specifies which counties fall into a specific television market. See also, Area of dominant influence."

"A backlit display located in Airports, malls, bus terminals, and sports arenas."

"An advertising specialties company that manufactures and then sells its goods directly with its own sales force, rather than through retailers."

Marketing communications delivered directly to a prospective purchaser via the National Postal Service or a private delivery company.

"Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing."

A premium provided to the consumer at the same time as the purchase.

"Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, e-mail, or some other means of communication. Some practitioners use this as a synonym for Direct Marketing."

"Advertising that appears in a directory (telephone directory, tourism brochure, etc.). This frequently connotes advertising that consumers intentionally seek."

"This is money left over from disposable income once necessities are paid for. This income is often used for ""luxuries"" such as electronic gadgets, recreational activities, vacations, luxury cars, etc"

"(1) In print media, any advertisement other than a classified ad. (2) An ad that stands alone, such as window sign."

"This is income available after taxes have been paid. This money is used to pay for necessities such as food, utilities, clothing, housing, and transportation. "

Fading from one scene to another in a film or television production.

"A company or person that distributes a manufacturer's goods to retailers. The terms ""wholesaler"" and ""jobber"" are sometimes used to describe distributors."

A product or advertising specialty given by a sales person to consumers to induce them to listen to a sales pitch.

"A two-page spread in a print publication, where the ad runs across the middle gutter."

Dots per square inch of information. In creating artwork for out-of-home creative people should use the highest resolution possible. 300 dpi is typically a bare minimum.

"Used in radio, this refers to morning and afternoon times when consumers are driving to and from work. See Daypart, above."

"A copy (e.g., xerographic duplicate) of an ad, or even blank sheets of paper, provided to a printer or artist as an example of the size, color, or other aspect of the ad to be produced."

That portion of an audience that is reached by more than one media vehicle.

An opaque color print made from artwork or color film; permits wide range of color correction during the laboratory process or a match to the color of the original. The process is suitable for reproducing color print in any quantity